More 4′ s New Identity

After winning a competitive pitch,British television Channel 4 commissioned ManvsMachine to create a new brand identity and on-air look for More4. The package aligns with a re-focussed range of content on the channel.

The graphic device is carried across a range of idents featuring installations made up of 400 mechanical ‘flippers’. 15 differently coloured triangular shapes, which also animate, again making up the numeral with the text similarly placed. Each one is made up of hundreds of mechanical ‘flipper’ units that, when set in motion, reveal a range of colours and patterns. These structures are placed within a series of different environments, such as a cafe, a staircase, on a tree, and on an abandoned boat on a beach in Dungeness.

“We still wanted to create an identity that had a singular strong design feel, but one that had more flexibility and a lot more warmth and tactility,” adds Wood. “In addition, in the back of your mind you have to ensure any new look can sit comfortably and hold it’s own along side the other Channel 4 brands.”